“We're expecting a very positive reaction from advertisers overall.”

In context

“u -- with the upfronts coming next week, can you give us some -- any color on how you're thinking about what this year's effort will be like given changes in measurement, multiple platforms that you're selling across and, of course, the economy? And staying with the theme on -- given your upcoming rollout of the AVOD platform for Disney+, you already have Hulu ad inventory, and now you're adding Disney+. Do you think this will grow the pie overall for Disney advertising dollars? Or will this ultimately just drive share shift from traditional broadcast linear? Is it incremental or not? How are you thinking about that? And how much do you think that having an ad-supported service will increase overall TAM for subscribers? Bob Chapek : Okay. Let's see. I'm going to take the first part first. We're expecting a very positive reaction from advertisers overall. And as you suggest, this is a combination of our excitement around the Disney+ ad tier. They have been asking for this for years. And we also expect Hulu, as you know, which has been very strong for us at the same time, to be a key contributor of our performance at the upfront this year. The other thing is that sports are going to continue to be in high demand. And so with the advertisers, we focused on the right deals that we've made over the past few years as well as our robust slate of original content shows and our studio shows and original content games. In terms of sort of the growing-the-pie idea, we believe that the value proposition of advertising with Disney+ is only enhanced with our addition of an ad-supported tier on Disney+. So we believe it's good for the consumer because i”